Public communication through all its registers – information, formation, service advertisement, campaigns – has an impact on citizens wanting to persuade them and sometimes wanting to change their opinions, behaviour. When such communication activities are organized – observing certain rules to be followed – the effects are positive. Therefore, in the present paper we describe the development stages of a communication strategy for public institution, pointing out the moment of detailed planningtarget groups, objectives, conceiving the message, choosing the communication tools. We want to point out that among all these it should be as much coherence as possible, reciprocal adaptability; the higher the coherence, the more efficient the communication process.

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